LiveSolo+
Your prices
Type 2 to 15 prices, or generate them from a min, max and step. The list stays in price order.
Price ladder question · Advanced
Gabor-Granger price ladder
Ask “would you buy it at this price?”, one price at a time. The adaptive ladder needs 3 questions to cover 7 prices. Results turns the answers into a demand curve, a revenue curve and the revenue-maximising price on your ladder, calibrated for over-claiming unless you turn it off.
Available onSolo & up
Live demo
Answer the ladder. Your answer joins the curve.
This is the question your respondents get. Rate each price, press Next, and see which price comes next. When the ladder ends, your answer is added to the demand and revenue curves beside it.
Think about a year of Trailhead Plus, the hiking-route app.
Price 1 of up to 3
Would you buy it at $25?
In action
The price ladder in action
- 0:00The ladder starts in the middle: “Would you buy it at $25?”
- 0:03“Probably would buy” counts as yes, so the next price is higher.
- 0:06“Probably would not buy” at $35 counts as no, so the ladder asks the price in between: $30.
- 0:09“Might or might not buy” at $30 finishes the ladder in three answers, and the answer joins the curves.
- 0:12Changed to “Might or might not buy” at $25: the ladder goes down instead.
- 0:15“Probably would buy” at $20 finishes the new path, and it joins Results again: the calibrated demand curve and the revenue index are worked out with it.
Every feature
Everything the price ladder can do
Your prices, your order, your scale. A ladder the server checks. Curves in Results, on dashboards and in decks, and a rating per price in your data.
Build it your waySet-up in the builder.
LiveSolo+
Any currency, whole or cents
Pick USD, EUR, GBP, CAD, AUD or JPY, or type any three-letter code. Prices show in the survey language’s number format.
One currency per question: translations show the same prices.
LiveSolo+
Three asking orders
Adaptive starts in the middle and halves the range. High → low stops at the first yes. Random order asks every price.
LiveSolo+
Five points, or yes and no
A 5-point likelihood scale where the top two or the top box counts as yes, or a plain Yes / No.
LiveSolo+
Calibration you set
Count each answer as a chance of buying. The defaults are a starting point; change them or turn calibration off.
The chart doesn’t say a number is calibrated, so say so when you share it.
LiveSolo+
Your words
Edit the prompt and every choice label. {price} shows the price being asked. All of them translate.
LiveSolo+
Checked before it goes live
A ladder that can’t work, such as one price or a prompt without {price}, can’t be saved or published. On a live survey, changing the prices, order, yes rule or calibration asks you to confirm first, and the answer scale can’t be changed.
LiveSolo+
Pricing Study template
A product description, a price meter, a price ladder, purchase frequency and an open question, ready to edit.
Replace the description and set your own prices before you launch.
On the respondent’s screenWhat people answering see and use.
LiveSolo+
One price at a time
The question with its price, the choices, and Back and Next. “Price 2 of up to 3” shows how far along they are.
LiveSolo+
Go back and change it
Back keeps the answer. Change it and the ladder asks the prices that now follow.
LiveSolo+
Checked on the server
Every answer is replayed on the server against the ladder rule; a path that doesn’t fit is refused. If you edit a live ladder, anyone on it gets the new ladder, and answers it again if their path no longer fits.
LiveSolo+
In their language
Your prompt and labels translate, and the progress line and buttons come in six languages.
LiveSolo+
Your theme, light or dark
Choices and buttons follow the survey’s theme and dark mode.
In your analysisResults, dashboards and decks.
LiveSolo+
Demand, revenue and the best price
Results charts demand and a revenue index at every price, and names the price on your ladder that earns most.
Revenue only: there are no costs or margins in it.
LiveSolo+
Compare groups by filtering
Filter Results on another answer, such as how often people buy, and the curves and the best price on your ladder are worked out for that group.
No significance test between groups yet.
LiveSolo+
On dashboards
An auto dashboard adds a price ladder tile, and you can add one with the tile editor; the board’s filters apply to it.
LiveSolo+
In report decks
On the dashboard, Create shareable report builds a deck with a slide per ladder. It exports to PowerPoint, PDF and Excel, and you can share it to the client portal. The Excel sheet adds the highest-accepted-price table.
LiveResearch Team
Weighted when you weight
In Results, on dashboards and in decks, weights carry through to demand, revenue and the best price.
Each respondent’s own weight; a rake scheme doesn’t apply to price tiles.
In your dataWhat lands in your exports.
LiveSolo+
A column per price
The highest price accepted, then the rating at each price, as numbers. A price that wasn’t asked stays empty.
An empty highest-price cell means no to every price or no answer: the rating columns tell you which.
LiveProfessional+
Labelled in SPSS
The highest price as a scale variable, each rating ordinal with the scale’s labels.
Not part of a price ladder yet: crosstabs and tab books, a significance test between groups, a Don’t know or Prefer not to say choice, and filters, branching or quotas on the price someone accepted. To compare groups, filter Results.
Choosing
Price ladder or price meter?
Both are about what people will pay. A ladder tests prices you choose. A price meter lets people name their own.
- Price ladder · Solo+
Pick a ladder when
- You have a shortlist of prices and need to choose between them.
- You want demand and revenue at each of those prices.
- The product is concrete enough to say yes or no to.
- Price meter · Solo+
Pick a price meter when
- You don’t yet know the range and want people to name prices.
- You want an acceptable range: too cheap, a bargain, getting expensive, too expensive.
- Use both: the Pricing Study template asks the meter first, then a ladder.
Price is one feature among several? Use conjoint (Research Team). Ranking features with no prices? Use MaxDiff (Research Team).
Build it
Add a price ladder
- 1
Add the question
In the builder, add a question and choose Price Ladder (Gabor-Granger) from the Advanced group. Describe the product in the question text, or in a Descriptive Text block just before it.
- 2
Set your prices
Type 2 to 15 prices, or use Generate from range… with a min, max and step. Pick the Currency, and Whole units or Cents.
- 3
Choose the asking order
Adaptive (up/down) starts in the middle and halves the range each time. High → low stops at the first yes. Random order asks every price.
- 4
Choose the answer scale
Keep the 5-point likelihood scale, with the top two boxes counting as yes, or switch to Yes / No. Leave Calibrate the demand curve on to count “Probably would buy” as a partial yes (25%), or set your own numbers: the defaults are a starting point.
- 5
Word the prompt
Keep “Would you buy it at {price}?” or write your own.
{price}is replaced with the price being asked. - 6
Preview, then launch
Preview it on a phone. Settle the prices, order and currency before you launch: Results reads every answer against the ladder as it is.
The data you get
The highest price they accepted, and a rating per price
Each ladder gets one column for the highest price the person accepted, then one column per price with the rating they gave there. A price they weren’t asked stays empty.
| respondent_id | Q1_wtp | Q1_p1$10 | Q1_p2$15 | Q1_p3$20 | Q1_p4$25 | Q1_p5$30 | Q1_p6$35 | Q1_p7$40 |
|---|---|---|---|---|---|---|---|---|
| 47762a85-0001-4000-8000-000000000001 | 10 | 4 | 2 | (empty) | 1 | (empty) | (empty) | (empty) |
| 47762a85-0002-4000-8000-000000000002 | 30 | (empty) | (empty) | (empty) | 4 | 4 | 3 | (empty) |
| 47762a85-0003-4000-8000-000000000003 | 40 | (empty) | (empty) | (empty) | 4 | (empty) | 4 | 4 |
| 47762a85-0004-4000-8000-000000000004 | 30 | (empty) | (empty) | (empty) | 4 | 4 | 3 | (empty) |
| 47762a85-0005-4000-8000-000000000005 | 20 | (empty) | 4 | 4 | 3 | (empty) | (empty) | (empty) |
| 47762a85-0006-4000-8000-000000000006 | 40 | (empty) | (empty) | (empty) | 4 | (empty) | 4 | 5 |
| 47762a85-0007-4000-8000-000000000007 | 35 | (empty) | (empty) | (empty) | 5 | (empty) | 5 | 3 |
| 47762a85-0164-4000-8000-000000000164 | (empty) | 2 | 1 | (empty) | 1 | (empty) | (empty) | (empty) |
Trimmed to the question’s columns. The price under each header is for reading here; the file holds the column name. Ratings run from 5 (Definitely would buy) to 1 (Definitely would not buy). Every export also carries the standard respondent columns.
The highest price accepted
Q1_wtp holds the highest ladder price the person said yes to, asked or worked out from the path. It’s empty if they said no to every price, and also if they didn’t answer: read the rating columns to tell the two apart.
A rating per price
Q1_p1 is the lowest price. Each holds the rating given at that price, or nothing if it wasn’t asked. Yes / No ladders hold 1 and 0.
Real numbers
Excel gets number cells, ready to sum or pivot. SPSS, on Professional+, gets labels for every rating.
Weighting
Every export has a weight column: it holds 1, or each person’s weight when you export weighted, which is on Research Team.
Charts & analysis
Demand, revenue and the price that earns most
Results charts every ladder for you: demand at each price, a revenue index, and the price on your ladder that brings in the most revenue. The same chart goes on dashboards and into report decks.
Think about a year of Trailhead Plus, the hiking-route app.Results · price ladder card · 300 answers
- $15Revenue-maximising price
- 43%Demand at that price
- 300Answers
Calibrated, the default: Definitely would buy counts as 75% and Probably would buy as 25%. The best price on the ladder is $15.
The numbers behind the curvesShown here for reading; Results draws them as the curves and tiles
| Price | Demand, calibrated | Top-2 yes | Revenue index |
|---|---|---|---|
| $10 | 46.9% | 99.7% | 73.3 |
| $15 | 42.7% | 90.7% | 100.0 |
| $20 | 29.1% | 71.0% | 90.9 |
| $25 | 21.8% | 49.7% | 85.0 |
| $30 | 9.5% | 27.3% | 44.5 |
| $35 | 5.3% | 14.0% | 29.2 |
| $40 | 2.7% | 7.3% | 16.7 |
“Demand, calibrated” counts Definitely would buy as 75% and Probably would buy as 25%. “Top-2 yes” is the share whose answers put them at yes for that price, with calibration off. The revenue index, from the calibrated curve, is 100 at the best price. Results shows this as the curves and tiles; the calibrated numbers are in the deck’s Excel sheet.
Where it charts
- ResultsCurves and the revenue-maximising price
- DashboardA price ladder tile
- Report deckWeb, PowerPoint, PDF, Excel
- Client portalResults, boards, decks
- ExportsA column per price
- CrosstabsNot yet
- Tab booksNot yet
Regular buyers pay moreResults, filtered on “How often do you buy products like this?”
- Regular buyers$25revenue-maximising price · 133 answers
- Occasional buyers$15revenue-maximising price · 167 answers
Regular buyers answered “Weekly or more often” or “Monthly”; occasional buyers “A few times a year” or “Once a year or less”. Filter Results on another answer and the curves, tiles and best price on your ladder are worked out again for that group. There’s no significance test between two filtered groups yet.
Analysis that applies
Filter by another answer
Solo+Show the curves for one group, such as regular buyers, from the Results filter bar.
Dashboards
Solo+Add a price ladder tile, or let an auto-built dashboard add one, with the board’s filters applied.
Report decks
Solo+On the dashboard, Create shareable report builds a deck with a slide per ladder. Download it as PowerPoint, PDF or Excel, or share it in the client portal.
Weighting
Research TeamWeights carry through to demand, revenue and the best price. Each respondent’s own weight counts; a rake scheme doesn’t apply to price tiles.
Highest accepted price, in the deck’s Excel sheetShare of answers whose highest yes is each price, or none
| Highest accepted price | Share (%) |
|---|---|
| 10 | 9 |
| 15 | 19.7 |
| 20 | 21.3 |
| 25 | 22.3 |
| 30 | 13.3 |
| 35 | 6.7 |
| 40 | 7.3 |
| None | 0.3 |
A yes here is the ladder’s yes rule, the top two answers, so these shares aren’t calibrated.
How Surveti compares
Gabor-Granger across the common survey tools
| Capability | Surveti | SurveyMonkey | Qualtrics | Typeform | Alchemer |
|---|---|---|---|---|---|
| A built-in Gabor-Granger question | yesA question type | no1Not in the question list | no6A separate study project | no9No such field type | no13Not in the question list |
| Inside any survey, more than once | yesAnywhere, any number | partial2Built by hand with skip logic | no6One pricing block per survey | unclear9Not documented | partial11An example survey; more than once not covered |
| Your own list of prices | yesPrices you type or generate | partial2One question per price | no6Worked out from min, max and tolerance | unclear | partial11Min, max and step |
| Adaptive up and down | yesOr high → low, or random | partial2Ascending, by skip logic | yes6Random start, halving steps | unclear9Logic jumps exist; no ladder documented | yes11Random up or down |
| A 5-point likelihood answer | yesOr Yes / No; calibration editable | partial2Whatever you build | no6Yes / no | unclear | partial11Two or five buttons |
| Demand and revenue curves built in | yesResults, dashboards, decks | partial2Worked out yourself | paid6, 7In the study report | no10Template is Van Westendorp | partial11Fall-off of buyers; revenue not mentioned |
| Every asked price in the data | yesA rating per price | partial2A column per question you built | no6Last agreed price only | unclear | unclear11Not covered |
| Plan | paidSolo & up | unclear | paid7Research Core 5 licence | no9No ladder on any plan | unclear11Not stated |
As of 7 Nov 2026, from each vendor’s public help pages and listings.yespartialpaidunclearno
Partial means partly built in or possible only with a documented workaround; paid means built in on paid tiers or licences only; unclear means the vendor’s docs don’t settle it. QuestionPro (Research Edition) and SurveySparrow also have a built-in Gabor-Granger method, with demand and revenue curves. Google Forms has no pricing question.
Sources (8)
- [1] SurveyMonkey: Question types. https://help.surveymonkey.com/en/surveymonkey/create/question-types/ · accessed 7 Nov 2026
- [2] SurveyMonkey: The Gabor-Granger method. https://www.surveymonkey.com/learn/product-development/gabor-granger/ · accessed 7 Nov 2026
- [6] Qualtrics: Pricing Study (Gabor Granger). https://www.qualtrics.com/support/common-use-case/xm-solutions/pricing-study-gabor-granger/ · accessed 7 Nov 2026
- [7] Qualtrics Marketplace: Gabor-Granger pricing study. https://www.qualtrics.com/marketplace/gabor-granger-pricing-sensitivity-study/ · accessed 7 Nov 2026
- [9] Typeform: Create API reference. https://www.typeform.com/developers/create/reference/create-form/ · accessed 7 Nov 2026
- [10] Typeform: Pricing survey template. https://www.typeform.com/templates/pricing-survey-template · accessed 7 Nov 2026
- [11] Alchemer (SurveyGizmo): Gabor-Granger Pricing Method, updated 21 Oct 2020. https://help.surveygizmo.com/help/gabor-granger-pricing-method · accessed 7 Nov 2026
- [13] Alchemer: Question types guide. https://help.alchemer.com/help/question-types-guide · accessed 7 Nov 2026
What’s different here
A question, not a project
Put a ladder anywhere in any survey, next to any other question, and use more than one if you’re pricing more than one thing.
Only your prices
Respondents see the prices on your list and nothing else, and the server replays every path against the ladder rule.
Calibration you can change
A 5-point likelihood scale with “Probably would buy” counted as a partial yes. Use the defaults, set your own, or turn it off.
The whole path in your data
A rating for every price asked, plus the highest price accepted, in CSV, Excel and SPSS (SPSS on Professional+).
Straight into the deck
The same curves on dashboards and in PowerPoint and PDF decks, with filters carried through, and weights on Research Team: each respondent’s own weight counts, and a rake scheme doesn’t apply to price tiles. The deck’s Excel sheet holds the figures behind the curves.
On Solo
The price ladder, the price meter and the Pricing Study template are all on Solo and up.
When to use it
Use a price ladder to choose between prices
When to use it
- Choosing a launch price from a shortlist.
- Testing a price rise before you make it.
- Seeing how demand differs between segments.
- Putting a demand and revenue chart in front of a client.
When to reach for something else
- You have no idea of the range yet. Start with a price meter.
- Price depends on features or rivals. Use conjoint.
- You need profit, not revenue. A ladder gives revenue on your prices; bring your own costs.
Sample wording
“Think about a year of Trailhead Plus, the hiking-route app.” then “Would you buy it at $25?” · Definitely would buy … Definitely would not buy
Best practices
- Describe the product right before the ladder, so everyone prices the same thing.
- Space prices evenly and cover the range you’d really charge, with one price either side.
- If the best price on your ladder lands on its lowest or highest price, widen the ladder and run it again.
- Treat the calibration numbers as a starting point, and set your own if you know how stated intent converts in your category.
- Screen out people who would never buy this kind of product, since the ladder has no “don’t know”.
- Settle your prices, order and currency before you launch.
Accessibility
One clear question at a time
Standard radio buttons
Each price is a group of ordinary radio buttons, named by the question with its price, so screen readers and keyboards handle them as they would any form.
Focus follows the price
After Next or Back, focus moves to the new price’s question, so a screen reader reads it straight away.
Progress read out
“Price 2 of up to 3” sits in a status line that screen readers announce. You can turn it off.
Room to tap
Each choice is a full-width row, at least 44px tall by default.
Use it in
Where price ladders fit
Template
Pricing Study
A product description, a price meter, a price ladder, purchase frequency and an open question. Replace the description and set your prices.
Solution
Market research
Price a launch for a client and hand over the demand and revenue chart in the deck.
Solution
Product research
Test a new plan or a price rise with your own users before you ship it.
Solution
Small business
Choose between three or four prices for a new product with a short survey.
Frequently asked questions
What is the Gabor-Granger method?
A way to price a product by asking people whether they would buy it at a series of prices. Put together, the answers give a demand curve. Multiply demand by price and you get revenue, and the price where revenue peaks.
How many prices does each person see?
With the adaptive order, 3 for 7 prices and 4 for up to 15: it starts in the middle and halves the range each time. High → low stops at the first yes, so it varies (4.4 on average in the example). Random order asks every price.
What does calibration do?
People say they’ll buy more often than they do. With calibration on, the default, “Definitely would buy” counts as a 75% chance of buying, “Probably would buy” as 25%, and the rest as none. Those numbers are a starting point: change them, or turn calibration off to count the top two answers as a yes.
What does price ladder data look like in an export?
One column for the highest price the person accepted, then one per price with the rating they gave, empty where a price wasn’t asked. The highest-price column is empty both when someone said no to every price and when they didn’t answer; the rating columns tell you which.
Can I compare groups?
Yes, by filtering Results on another answer, such as how often people buy: the curves and the best price on your ladder are worked out for that group. Crosstabs, tab books and significance tests don’t include price ladders yet.
Can I change the prices after launch?
You can, and anyone on the question at that moment gets the new ladder, and answers it again if their path no longer fits. But Results and exports read every answer against the ladder as it is now, so changing prices or order changes how earlier answers count, and changing the currency relabels them. Settle them before you launch.
Is there a template?
Yes, Pricing Study, on Solo+. It asks a price meter first, then a price ladder, then purchase frequency and an open question. Replace the product description and set your own prices before you launch.
Related question types
- Price meter
Van Westendorp: people name four prices and you get an acceptable range. Solo+.
- Conjoint
Trade price against features and brands. Research Team.
- MaxDiff
Find which features matter most, before you price them. Research Team.
- Rating scale
One likelihood question at a single price. Free.